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Abstract

When customers decide which resort to visit for vacation or leisure needs, their choice is primarily purpose or activity driven. This fact has dictated a research program focusing primarily on understanding these principal attributes. How- ever, recent research has shown that secondary elements standard across resort typologies can also serve an important role in a guests’ experience. In order to build upon our understanding of these complementary resort features, this study utilizes a modified importance performance analysis methodology. By taking into consideration attribute sali- ence, loyalty determinance internal and relative performance, traditional importance-performance results are seg- mented and accompanied by specific recommendations. Results provide a breakdown of 18 standard resort hospitality elements (SRHE) into 16 categories of the modified IPA and how resort managers can redirect attention to attributes that are performing below expected levels or reposition better than expected performing attributes. Discussion focuses on further understanding the results of the study with potential applications in future research.